Naver Ads-Mobile App Campaigns

Zohid | 조히드
4 days ago
3 min read

Meet Naver Mobile App Campaigns

Naver, Korea’s most influential digital ecosystem, now enables advertisers to seamlessly reach mobile users across the entire funnel—from acquisition to re-engagement—through a wide array of search, performance, and display ads.

In 2025, Naver Ad has rolled out powerful updates for app marketers:

Enhanced performance-based ad formats
MMP audience syncing capabilities (Airbridge, Appsflyer)
Support for in-app events like purchase, add to cart, and install optimizations
A full guide for campaign structuring and event tracking

Let’s explore how to make the most of Naver Ads for your app campaigns.

Full Funnel, Full Control: Naver Ad’s App Ad Solutions

Whether your goal is to drive new installs, acquire high-quality users, or re-engage dormant ones, Naver Ad offers tailored ad products to match every funnel stage:

Stage	Objective	Naver Ad Solution
Awareness	Broad targeting	Interest/Lookalike targeting, Contextual ads
Acquisition	App installs	Search Ads, Display Ads (CPC/CPM/CPV)
Activation	In-app actions	In-app Engagement Campaigns (AEO)
Re-engagement	Retargeting	Dynamic Display Ads, Retargeting via MMPaudience syncing

Key 2025 Updates for App Campaigns

✔️ MMP (Mobile Measurement Partner) Audience Syncing (Airbridge & Appsflyer)

As of Q1 2025, advertisers can now:

Sync custom audiences from MMP tools directly to Naver’s Performance Display Ads
Use real in-app events (e.g., purchase, add to cart) for retargeting and optimization
Set postback rules, conversion windows, and map events to Naver standards

🔄 Example: Retarget all users who installed the app but haven’t made a purchase in 7 days.

✔️ In-App Event Optimization (AEO)

Now supporting events beyond installs:

Add to cart
Purchase
Subscription
Custom events (mapped via MMP)

This allows app marketers to optimize campaigns for mid- to lower-funnel outcomes, improving cost-efficiency and ROI.

How to Structure a High-Performance App Campaign on Naver Ads

Naver recommends breaking campaigns into 3–4 ad groups per funnel stage for better control and optimization:

User Acquisition Funnel - Install Optimization
- Broad targeting
- Automatic bidding (maximize installs)
User Acquisition - In-App Event Optimization
- Focus on purchase or cart event
- Layer with interest/intent targeting
Reengagement - Retargeting
- Reach recent app openers or cart abandoners
- Leverage dynamic product ads
Reengagement - Dynamic Catalog Ads
- Personalized offers based on in-app behavior
- Use automatic audience expansion

💡 Tip: Start with broader audiences and narrow down based on response. Use learning periods to optimize bid strategies.

Real-World Examples: Industry Case Studies

🎯 Case 1: Gaming App

Goal: Drive downloads for new game
Strategy: Target male gamers with similar game preferences, use in-game visuals
Result:
- +101% CVR improvement
- 4.0x higher CTR improvement
- -80% CPI improvement vs. industry average

🛒 Case 2: E-Commerce App

Goal: Convert app installs to first-time purchases
Strategy: Target recent search/cart users, exclude existing buyers, use direct-response creatives
Result:
- +64% CTR improvement
- +81% ROAS on purchases improvement

👗 Case 3: Fashion Retail App (Catalog Ads)

Goal: Retarget lapsed users and discover new buyers
Strategy: Use Naver Display Ads with over 10,000 SKUs, enable auto-target expansion
Result:
- +47% CVR improvement
- -50% CPA (purchase) improvement vs. industry average

Sustainable Growth Strategy: The Long-Term Strategy

Naver Ads recommends viewing app advertising not as a short-term tactic but as a long-term growth engine:

Phase	Strategy
Weeks 1–2	Focus on low-CPI installs using broad targeting
Weeks 3–4	Layer in in-app event optimizations (add-to-cart, sign-ups)
Ongoing	Combine User Acquisition + Reengagement strategies for full-funnel control and retention

💡 Combine catalog ads, retargeting, and app installs in a single strategy for maximum ROI.

Conclusion: Unlock the Full Potential of App Growth with Naver Ads

As the Korean mobile market continues to evolve, so must your app marketing strategy. Naver’s enhanced ad ecosystem now supports a full-funnel approach—from driving initial installs to nurturing loyal, high-value users through retargeting and dynamic personalization.

With the 2025 updates, including seamless MMP audience syncing and support for in-app event optimization, Naver Ads has transformed into a powerful platform not just for acquisition, but for sustained user growth and lifetime value.

Whether you're a gaming publisher, commerce brand, or service-based app, the tools are now in your hands to build smarter, scalable, and data-driven campaigns tailored to every user touchpoint.

Now is the time to go beyond installs. Use Naver Ads to: